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RadiumOne integrates in-app data with programmatic

RadiumOne has announced the official APAC launch of Connect, its software-as-a-service (SaaS) solution that helps app creators and brand marketers capture in-app user data and act on it, programmatically.

RadiumOne APAC commercial director, Patrick Darcy, said the launch of Connect is the next step in the companyâ€™s unique solution to connecting brands investment into their owned and earned channels with paid media effectiveness.

â€śUntil now there has been no way for brands to immediately act on the data insights theyâ€™re gathering from app users,â€ť Darcy said. “Consumer attention has a shelf life – intelligence can go from valuable to useless in a matter of hours.â€ť

â€śSpeed is critical and timing is everything. Data must be aggregated, processed and fed into a programmatic media delivery as quickly as possible to reach users across the open Web and mobile while they’re in the right mindset,â€ť he said.

Connect is directly integrated with Activate, RadiumOneâ€™s data management and media delivery platform. Together, it is able to offer a solution for marketers and app creators to activate their audience analytics data in real-time.

Connect fuses install tracking, user engagement analytics, geo-location, and push notification capabilities into a single operating system and offers a single, Web-based dashboard that unifies data from these functions to reveal real-time insights within seconds.

Dan Michelson, innovation & capability lead at O2 said: “The RadiumOne Connect solution is great for tying together user analytics, geofencing, and push notifications for the MyO2Â mobile app in one UI, and eliminating the tangle of multiple SDKs and data sets.â€ť

“The option to use all this data instantly for mobile user acquisition and re-engagement campaigns makes Connect a strong proposition for us. I consider Connect an important part of our digital armory now and moving forward,â€ť he added.

The combined Connect and Activate solution allows marketers to make immediate use of analytics data to reengage and expand their pool of users with highly personalized messaging across channels – including in-app push notifications and out-of-app Display advertising.

The software automatically segments audiences based on common actions, such as grouping all users who have added a product to a shopping cart, shared content, or made a purchase. Geo-location insights are also revealed so that app creators can correlate data about where their app users congregate in the real world and data about app engagement and push notification responses.